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@rpm
it's exclusive, and up until recently , difficult to get hold of.
Keirin racing is glamorous and interesting to those who observe it from overseas, the NJS mark sets the equipment aside from the usual stuff mass produced for the european market, or boutique British frame builders.
I'm sure this all influences some people's decisions to buy NJS stuff, and I'm sure some people don't give a fig or don't know what the mark means and just buy the product for functional reasons (dura ace lockring, mks tugs etc)
as for the frames, well they all pretty much draw attention, due to the comparative rarity and also the often snazzy paintjobs and tight angles.
Now, I don't give a toss and have zero interest in NJS frames because I don't believe they are the best thing for riding on the road, but I'm not everyone.